Environmental Defence and Forest Ethics have teamed up to create Moms Against Climate Change - the organizations describe it this way:

We are asking moms and other concerned Canadians to send a message to our political leaders now, demanding they protect our children's future from global warming.  Why now? You may have read or heard about a crucial international climate change meeting in Copenhagen in December. All the world's leaders will be there.

We need to make sure that Stephen Harper and his government remember who they are representing in Copenhagen - our kids.

The folks behind this initiative have created a clever, targeted and integrated campaign. I find the messaging fascinating because it takes an age-old environmental tactic (“think about the kids”) and gives it a visual twist with hundreds of images of children submitted by their parents. Also, the de-facto market/demographic segmentation inherent throughout is counter to type for environmental organizations, many have a tendency to target campaigns at “everyone” instead of declaring a primary audience. This campaign is squarely aimed at parents. And, more specifically - mothers.

The television ad is clever, polished and highly watchable. Produced by zig (a Toronto based ad agency) for free the ad will run on Canadian television in the run up to Copenhagen. However, I think the created of another wholly new climate oriented “micro-site” was an unfortunate choice. Social Media Group’s Maggie Fox wrote about this tactic yesterday in a post bluntly titled: Building Channel, or Why Microsites are a Bad Idea.

What's your verdict? Like the campaign? Comment below.